Customer expectations continue to rise across all industries.
RetailWire, a daily online publication, asked me what three areas retailers must focus on as customers’ demands and expectations increase, especially during busy times like the recent holiday season. They wanted me to include findings from my annual customer service and CX research for credibility. While my answers focused on retail, when modified (which I’ve done for this article), they could apply to any industry.
Customer expectations continue to rise across all industries. According to our research, 91% of customers think companies should put more emphasis on customer service than they have in the past. Whether you’re in retail, healthcare, financial services, hospitality, manufacturing or any other industry, there are three critical areas every business must focus on to meet and exceed these expectations.
First and foremost, something I’ve preached for years is an overarching statement that summarizes my feelings about customer service and CX: “Customer service is not a department. (And CX is more than a strategy.) It’s a philosophy that must be embraced by every employee from the CEO to the most recently hired.” It’s more than just handling complaints and answering questions. It’s integrated into every step of the customer journey, which is where the service philosophy intersects with customer experience.
1. A Convenient Experience Should Be a Priority: In today’s omni-channel world, customers want to interact with brands when and how it is most convenient for them—whether in person, online or through their mobile device. Our research shows that 94% of customers feel convenience is important, and 70% are willing to pay more for a convenient experience. This makes convenience a powerful competitive differentiator. Whether you’re a bank offering online services, a manufacturer providing easy access to technical support or a retailer with multiple shopping channels, meeting customers where they are is crucial.
2. Top Customer Service Pain Points to Address: Based on our latest research, here are three critical pain points every business must address:
· Rudeness and Apathy: A staggering 81% of customers said rudeness or apathy would cause them to leave a company. This has been a top pain point for decades across all industries. The solution starts with hiring the right people and providing proper training to create a customer-focused culture.
· Wait Times: Customers hate waiting, whether it’s waiting on hold for customer support, waiting for a response to an email or standing in line at a physical location. In fact, 51% of customers said they would likely switch to a competitor if hold times were too long. Companies must staff appropriately and implement efficient systems to manage response times across all channels.
· “Average” Experiences Are No Longer Enough: Perhaps most surprisingly, 23% of customers—almost one in four—will likely not return after receiving just an average or satisfactory experience. This applies whether they’re dealing with their insurance company, their favorite restaurant or their software provider. Excellence must be the standard.
3. Managing High-Volume Periods: Every industry experiences peak periods, such as tax season for accountants, the holiday rush for retailers or year-end closing for financial services. Maintaining service excellence during these high-stakes times requires careful planning. Whether it’s a slow time, normal time or busy time, the experience must be consistent. The key is to deliver the same level of service excellence during peak periods that customers expect during normal operations.
The bottom line is this: In today’s competitive business environment, customer service excellence isn’t optional—it’s essential for survival. Our research shows that 79% of customers would switch to a competitor if they found out that it provided a better customer experience. Companies that focus on these critical areas while maintaining a customer-first philosophy will be better positioned to retain customers and grow their business.
Remember, customers don’t compare you only to your direct competitors. They compare you to the best service they’ve ever received from any company in any industry. Regardless of the type of business or industry, the goal is simple. Create an experience that makes your customers say, “I’ll be back!”
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